Consumers are Watching; Here’s How They Want Their Video Ads

Video ads have the potential to capture a consumer's attention more so than other forms of advertising. Given the digital age we’re living in, consumers also have many choices when it comes to engaging with video content, from what they choose to watch to where they tune in. And where consumer attention goes, advertising follows. When done properly, video advertising can expose consumers to new products, services and ideas, shift societal norms, and influence spending patterns. But in the same way that good advertising can have positive outcomes, a bad ad experience can be equally as impactful, albeit in a negative way. As a publisher or a brand, to ensure that your video ad strategy is effective, you must create compelling videos that will draw in viewers and keep them engaged. Additionally, you should ensure that your ads are relevant to the consumer’s interests in order to maximize engagement and provide a positive experience.

To dive deeper into this and to help publishers and brands understand how to best leverage video, Connatix polled over 1,000 U.S. consumers aged 18+ to understand the types of videos they want to see from publishers, their ad viewing preferences, and how contextual alignment can impact engagement. The following report will answer key questions including: 

• As consumers spend more time online and view more video ads, are they paying attention?
• Are video ads always considered a necessary interruption?
• Are today’s savvy consumers willing to barter their time (and data) for affordable access to desired content?

To peel back the curtain, here is a snapshot of a few of the report’s most important findings that we’ll analyze further: 

Consumers have many preferences for publisher content: 

• 45% of consumers view videos on publisher websites (41% on publishers’ mobile apps)
• 60% of consumers making $150,000  per year or more view publishers’ websites as a video destination
• 37% of respondents 18-34, 50% of respondents aged 35-54, 48% of consumers 55+ watch videos on publishers websites

Do consumers even want to watch ads? 

• On average, consumers will watch an ad 36.7% of the time, with 6% saying they always watch
• 84% of consumers would watch an ad on their favorite website to access desired video content. 60% would watch an add to view content on other, less familiar sites

There is plenty to discover, so if you’re interested in learning more download the full report here. You’ll walk away with a deeper understanding of how publishers and advertisers can best incorporate video into their advertising strategies and create ideal viewer experiences for key audiences.